This striking exhibition celebrates a decade-long collaboration between Coca-Cola Global Design and photographers Guy Aroch and Anna Palma in their quest to redefine the brand’s visual language through human-centered storytelling. Contour explores how photography became central to Coca-Cola’s global identity–blending lifestyle, design, and emotion with cinematic intimacy.
The exhibition marks the first time their extensive archive has been brought together in one place. Shot across continents, the images collapse the distance between local intimacy and global reach. Contour showcases never-before-seen photographs, production archives, and campaign imagery from landmark initiatives such as Taste the Feeling and Real Magic. At its heart is the Contour Bottle—Coca-Cola’s iconic silhouette—which appears throughout as both muse and marker.
Contour considers how design and photography intersect to create visual storytelling that resonates across cultures and generations. Marking 110 years of the Contour Bottle, the exhibition invites viewers to reflect on the emotional, aesthetic, and symbolic power of a brand deeply woven into the fabric of our global culture.
